App Annie Acquires Mobidia to Push App Usage Intelligence Global

App analytics and data company App Annie is announcing today the acquisition of Mobidia, a leading mobile measurement company. This acquisition will accelerate the international expansion of App Annie Usage Intelligence by combining large app usage dataset of the two parties, and thus giving insight into the two billion smartphone users worldwide, according to a statement from the company.

Founded in 2004, Mobidia provides mobile analytics and metrics platform, helping clients to gain unique insights into mobile usage trends and improves their application discovery, recommendation and mobile advertising. The startup has received US$16.1 million in six previous financing rounds.

TechNode heard the deal is already completed a few days ago with a mix of cash and equity. Mobidia’s team of 30 joins App Annie, while Mobidia’s Vancouver headquarters will also become App Annie’s 12th global office, App Annie Canada.

“Mobidia’s customers will initially be notified via email after the announcement is made, and in the days and weeks to come, App Annie will be working closely with them to ensure a seamless transition.” introduced Bin Dai, Greater China Director of App Annie.

In conjunction with today’s news, the company also announced that its app usage product Usage Intelligence will be available in 60 countries on iOS and Android. “APAC region is a major part of the new available countries. Data will cover China, Japan, South Korea, India and some Southeast Asian countries like Singapore, Malaysia, Indonesia, Philippines and Thailand, etc. BRIC countries still witness huge growth, but in terms of other emerging markets, Southeast Asia, Turkey, Vietnam and Mexico are growing fast and worthy of attention. Usage Intelligence is available to all these countries.” said Bin Dai.

As a part of its Audience Intelligence product, App Annie launched the beta of Usage Intelligence in January, enabling app developers to spy on a variety of vital statistics of their competitors: active users, time spent on the app, usage frequency and more. “The potential and value of Usage Intelligence are well recognized by our clients.” said Bin Dai, adding that the popularity of Usage Intelligence is the main reason why App Annie acquired Mobidia, which delivers usage data and insights on more than 100,000 apps, with a goal to make the service available in more countries.

“The Mobidia acquisition gives us a unique opportunity to combine the industry’s two largest mobile app usage datasets into one product, giving our customers the most granular and accurate app usage insights ever provided in the mobile sector. This is something valuable to our clients.” said Bin Dai.

The sprawling expansion may as well give rise to team integration and communication problems. “When acquiring companies, we look for teams who share our passion for mobile apps, drive innovative thinking and are focused on making big things happen in mobile. With Mobidia, we’re fortunate to find a team who fits the culture at App Annie and brings unique mobile tech talent to the table.” Bin Dai commented.

When talking about future acquisition plans, Dai noted “We will invest in connecting data from every area that is mission critical for those who are changing the world through apps. All products and acquisitions are serving this mission.”